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Marketingkommunikation mit der Generation Z: Erfolgsfaktoren für das Marketing mit Digital Natives (essentials)
by Michael Kleinjohann Victoria ReineckeDie Generation Z unterscheidet sich von den vorhergehenden Generationen in Werten, Einstellungen und Verhalten wie kaum eine andere. Als Digital Natives ist sie „always on“ aufgewachsen; klassische Kommunikationsmittel sprechen diese neue Zielgruppe nicht mehr so wirkungsvoll an wie die vorigen Generationen. Unternehmen stehen damit vor der Herausforderung, sich auf der Customer Journey dieser heranwachsenden Zielgruppe alternativ zu positionieren. Dieses essential gibt einen Überblick über die Einflussfaktoren, Werte, Bedürfnisse und Charakteristika der Generation Z, zeigt Erfolgsfaktoren in der Ansprache der „Gen Z“ auf und gibt praktische Handlungsempfehlungen für das Marketing für diese digital geprägte Konsumentengruppe.
Marketingkommunikation: Grundlagen, Wirkungsweise und Anwendung
by Martin EisendDie Marketingkommunikation ist ein zentraler Bestandteil der Marketingaktivitäten von Unternehmen, mit der Konsument:innen überzeugt werden sollen, sich für das Angebot eines Unternehmens zu entscheiden. So wie die Entwicklung der Kommunikation und der Medienlandschaft sehr dynamisch ist, so ist auch die Marketingkommunikation ständigen Veränderungen und Neuerungen unterworfen. Umso wichtiger ist es daher für die praktische Anwendung der Marketingkommunikation, ein grundsätzliches und von allen kurzfristigen Dynamiken und Veränderungen unabhängiges Verständnis der Funktionsweise und der Einflussmöglichkeiten der Marketingkommunikation zu besitzen. Martin Eisend stellt die allgemeinen Muster, Mechanismen, Prozesse und Wirkungen der Marketingkommunikation dar; dabei hat das Buch einen starken Praxisbezug. Zur Veranschaulichung tragen zahlreiche Beispiele sowohl aus dem deutschsprachigen als auch dem internationalen Raum bei. Zielgruppen sind insbesondere – aber nicht ausschließlich – fortgeschrittene Studierende betriebswirtschaftlicher und kommunikationswissenschaftlicher Programme. Zudem erhalten Sie Zusatzmaterial via App: Laden Sie die Springer Nature Flashcards-App herunter und nutzen Sie exklusive Inhalte, um Ihr Wissen zu überprüfen. Der Inhalt Grundlagen der Marketingkommunikation – Wirkungen der Marketingkommunikation – Theoretische Grundlagen der Marketingkommunikation –Theorien zur Wirkung von Marketingkommunikation – Theorien der ineffektiven Marketingkommunikation – Quellen (Prominente, Influencer, Konsument:innen etc.) – Rationale Botschaften – Emotionale Botschaften – Gestaltungselemente von Botschaften – Kommunikationskanäle – Empfänger:innen – Kontexte – Management von Marketingkommunikation – Internationale Marketingkommunikation – Ethik in der Marketingkommunikation
Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung
by Christian HomburgChristian Homburg bietet Marketing-Studierenden und Praktikern einen umfassenden Überblick der Fragestellungen und Inhalte in Marketing und Vertrieb. Zum tiefergehenden Verständnis dieser Inhalte trägt die ausgeprägte theoretische Fundierung des Buches bei. Eine kritische quantitative Orientierung fördert das strukturierte und präzise Durchdenken der aufgezeigten Fragestellungen, wobei auch die Grenzen der Unterstützung von Marketingentscheidungen durch quantitative Modelle aufgezeigt werden. Neben den neuesten Erkenntnissen der internationalen Marketingforschung werden insbesondere die umsetzungsbezogenen Aspekte des Marketing dargestellt.Aufbau und Inhalt des Buches orientieren sich dabei an den sieben Perspektiven des Marketing:1. Theoretische Perspektive,2. Informationsbezogene Perspektive,3. Strategische Perspektive,4. Instrumentelle Perspektive,5. Institutionelle Perspektive,6. Implementationsbezogene Perspektive,7. Führungsbezogene Perspektive.Neu in der 7. AuflageIn der 7. Auflage wurden alle Kapitel umfangreich überarbeitet und die Beispiele aus der Praxis aktualisiert. Dabei wurden Besonderheiten im Marketing, die aus der Omnipräsenz der Digitalisierung resultieren, in allen Kapiteln eingearbeitet. So wurde der Einfluss digitaler Möglichkeiten auf alle Facetten des Marketingmix übertragen und die zunehmende Relevanz von E-Commerce-Aktivitäten herausgearbeitet. Ferner wurde bei der Konzeption der 7. Auflage besonderes Augenmerk auf das heutige agile Marktumfeld und dessen Besonderheiten gelegt.
Marketingplanung: Einführung in die marktorientierte Unternehmens- und Geschäftsfeldplanung
by Sven Reinecke Torsten Tomczak Johanna GollnhoferDieses Lehrbuch führt in verständlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Sowohl die Marketingplanung auf der Unternehmens- und Geschäftsfeldebene als auch die Planung des Marketing-Mix werden behandelt. Mit Hilfe von zahlreichen kurzen Fallbeispielen werden wesentliche Aspekte des Inhaltes veranschaulicht.Die Autoren haben in der 7. Auflage alle Kapitel überarbeitet und diverse neue Praxisbeispiele aufgenommen. Bei der Markenführung wurden einige Grundlagen ergänzt.
Marketingrecht: Rechtsrahmen Eines Marketingmanagements
by Thomas Zerres Christopher ZerresDieses Buch legt eine umfassende Gesamtdarstellung des Marketingrechts vor und sensibilisiert für mögliche Rechtsprobleme im Marketing. Verantwortliche im Marketingmanagement, die Entscheidungen oft auch schnell treffen müssen, werden hier mit den Grundlagen rechtlicher Rahmenbedingungen vertraut gemacht. Der marketingspezifische Aufbau und die Entscheidungsorientierung gewährleisten dem Marketingmanagement als Hauptzielgruppe einen hohen Praxisnutzen. Der Leser erhält wertvolle Hinweise, wie er im Marketing effektiver und zielgerichteter mit der Rechtsabteilung oder externen Rechtsberatern kommunizieren kann.Der Inhalt• Rechtsrelevante Marketingentscheidungstatbestände• Rechtsrahmen der Marktforschung• Rechtsrahmen der Leistungspolitik• Rechtsrahmen der Preis- und Konditionenpolitik• Rechtsrahmen der Distributionspolitik• Rechtsrahmen der Kommunikationspolitik• Rechtsrahmen der PersonalpolitikDie AutorenProf. Dr. Thomas Zerres ist Professor für Zivil- und Wirtschaftsrecht an der Hochschule Konstanz für Wirtschaft Technik und Gestaltung (HTWG).Prof. Dr. Christopher Zerres ist Professor für Marketing an der Hochschule Offenburg.
Marketingtechnologien: Innovative Unternehmenspraxis: Insights, Strategien und Impulse
by Gabriele Schuster Bernhard WeckeDieses Buch gibt einen Überblick zu dem sich rasant wandelnden Feld der Marketingtechnologien. Zahlreiche Expert:innen aus Wissenschaft und Praxis liefern Insights in alle wichtigen Dimensionen des Themas: Kund:innen, Technologien, Daten, Mitarbeitende, Organisationen und Recht. Sie geben wissenschaftlich fundierte und praxisrelevante Orientierung zu Einsatzmöglichkeiten sowie Potenzialen von Marketingtechnologien und zeigen auf, wie ein auf Daten und Künstlicher Intelligenz basierender Managementansatz auf allen Unternehmensebenen implementiert werden kann. Interviews mit Entscheider:innen liefern erste Erkenntnisse aus konkreten Projekten.Mit Beiträgen von:Prof. Dr. Boris Alexander BeckerThomas BiglielMsc Kathrin BlömerProf. Dr. Claudia Bünte Univ.-Prof. Dr. Beate CesingerCornelia FernerAndrea HansenProf. Dr. Sonja KloseProf. Dr. Ralf T. KreutzerProf. Dr. Sibylle KunzBA, MA, Shirin La GardeProf. Dr. Wilfried LangeMalte LangeProf. (FH) Dr. Eva LienbacherProf. Dr. Tobias NaujoksKaryna NeumannDr. Kathrin NeumüllerProf. Dr. Florian RiedmüllerProf. Dr. Alexander RühleDr. Martino SaracinoProf. Dr. Franziska SchröterBA, MA Victoria SchulteProf. Dr. Benjamin SchulteProf. Dr. Carsten SkerraProf. Dr. habil. Thorsten SühlsenProf. (FH) Dr. Katja WiedemannProf. (FH) Dr. Robert ZnivaProf. Dr. Tanja Zweigle
Marketingübungen: Basiswissen, Aufgaben, Lösungen. Selbstständiges Lerntraining
by Manfred BruhnManfred Bruhn greift in diesem Übungsbuch repräsentative und konkrete Fragestellungen der Marketingpraxis auf und verdeutlicht den Anwendungsbezug zum Inhalt seines Lehrbuches „Marketing“. Nach einer kurzen Darstellung des Basiswissens wird jede Aufgabe mit einer ausführlichen Musterlösung beantwortet, sodass das eigene Wissen überprüfbar ist und leicht ergänzt werden kann. In der 7. Auflage wurden alle Kapitel an die Änderungen im Lehrbuch „Marketing“ angepasst und um Aufgaben zu den Bereichen Strategisches Marketing, Marktforschung, Vertriebs- und Kommunikationspolitik erweitert.Zudem erhalten Sie Zusatzmaterial via App: Laden Sie die Springer Nature Flashcards-App herunter und nutzen Sie exklusive Inhalte, um Ihr Wissen zu überprüfen.Der InhaltMarketing als ManagementprozessStrategisches MarketingMarktforschungProdukt- und PreispolitikKommunikations- und VertriebspolitikMarketingorganisation und -controlling
Marketization and Democracy in China (Routledge Studies on China in Transition #Vol. 31)
by Jianjun ZhangSince China began an era of market reform three decades ago, many Westerners believed that, political liberalization and, eventually, democracy would follow. However, contrary to Western expectations, China remains an authoritarian country and the communist party is still in power, even though the country has witnessed rapid economic growth and its people have become richer. In Marketization and Democracy in China, Jianjun Zhang questions whether China’s market reforms have created favorable social conditions for democracy, whether the country’s emerging entrepreneurial class will serve as the democratic social base, and the role of government in the process of transition. Based upon a careful analysis of two regions—Sunan and Wenzhou —the two prototypical local development patterns in China, Zhang finds that different patterns of economic development have produced distinct local-level social and political configurations, only one of which is likely to foster the growth of democratic practices. The results suggest that China’s political future is largely dependent upon the emerging class structure and offer a warning on China’s development: if market reforms and economic development only enrich a few, then democratic transition will be unlikely. Marketization and Democracy in China will be of interest to scholars of Chinese politics, political science and development studies.
Marketization: Theory and Evidence from Emerging Economies
by Russell W. Belk Himadri Roy ChaudhuriThis book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. It presents a number of theories, frameworks and empirical studies highlighting how the phenomenon of marketization affects the 21st century consumer. The book also contests the traditional understanding of markets, offering a more comprehensive treatment of marketization and a fresh perspective on the dynamics of markets and the institutions that control everyday consumption practices.This book is an ideal resource for academics, reflective practitioners and policy-makers interested in formulating appropriate change strategies in the face of the globalization that affects emerging markets so profoundly. This well-crafted research book is a valuable addition to the sparse literature on theories of marketization. The authors refigure the existing theories more broadly and present compelling evidence and insights into market phenomenon such as marginality, alternative market forms and consumer identity.
Marketplace 3.0: Rewriting the Rules of Borderless Business
by Hiroshi MikitaniThe CEO behind Rakuten and Kobo reveals how his unique approach to empowerment and collaboration defies conventional wisdom, and isthe future of growth and globalization strategy.If Web 2.0 described the shift from static to interactive life on the Web, then 3.0 is the next sea change — driven by personalization, intelligent search, and user behavior. And that evolution has huge implications for everything we see, buy and do online. Rejecting the zero-sum, vending-machine model of ecommerce practiced by other leading internet retailers, who view the Internet purely as a facilitator of speed and profit, Hiroshi Mikitani argues for an alternate model that benefits merchants, consumers, and communities alike by empowering players at every step in the process. He envisions retail "ecosystems," where small and mid-sized brick-and-mortar businesses around the world partner with online marketplaces to maximize their customer bases and service capabilities, and he shows why emphasizing collaboration over competition, customization over top-down control, and long-term growth over short-term revenue is by far the best use of the Internet's power, and will define the 3.0 era. Rakuten has already pioneered this new model, and Marketplace 3.0 offers colorful examples of its success in Japan and around the world. Mikitani reveals how the company enforces a global mindset (including the requirement that all its employees speak English, even in Tokyo); how it incorporates new acquisitions rather than seeking to completely remake or sell them for a quick profit; and how it competes with other retailers on speed and quality, without sacrificing the public good. Marketplace 3.0 is an exciting new vision for global commerce, from a company that's challenging all the accepted wisdom.
Marketplace Dignity: Transforming How We Engage with Customers Across Their Journey
by Cait Lamberton Neela A. Saldanha Tom WeinEverywhere we turn, brands and organizations are under fire for failing to treat their customers with respect and dignity. And increasingly, consumers want firms to take a lead in helping to shape a better society. Yet, most don’t know where to start or have struggled to get things right.In Marketplace Dignity, Cait Lamberton, Neela A. Saldanha, and Tom Wein introduce a tangible, practical way to take a stand on the fundamental value of humans, and in so doing, be a force for good in a society that increasingly demands that they do so. Marketplace dignity is the idea that customers seek respect and recognition from the firms they interact with, not just rational or emotional benefits. Marketplace dignity appeals to humans’ sense of justice and goes to the essence of what makes customers human. It is also a powerful driver of their engagement, loyalty, and satisfaction.In this book, you will discover how to:+ Apply the principles of marketplace dignity to the whole of the customer journey, from the pre-consumption phase to the post-consumption phase;+ Design and deliver products, services, and experiences that respect your customers’ dignity and value as human beings;+ Improve your performance using the Marketplace Dignity Framework, which is underpinned by representation, agency, and equality; and+ Create a competitive edge and a positive social impact with marketplace dignity.Drawing on the authors’ rigorous research, as well as the successes and failures of companies around the world, from Fortune 100 companies to nonprofits to independent organizations, Marketplace Dignity will empower you to diagnose, understand, and enhance the way that you engage with your customer base across the entirety of their journey with your organization.
Marketplace Lending, Financial Analysis, and the Future of Credit
by Ioannis Akkizidis Manuel StagarsThe time for financial technology innovation is now Marketplace Lending, Financial Analysis, and the Future of Credit clearly explains why financial credit institutions need to further innovate within the financial technology arena. Through this text, you access a framework for applying innovative strategies in credit services. Provided and supported by financial institutions and entrepreneurs, the information in this engaging book encompasses printed guidance and digital ancillaries. Furthermore, the comprehensive text offers interviews with leaders in the field of fintech and financial technology innovation. Peer-to-peer lenders are steadily growing within the financial market. Integrating peer-to-peer lending into established credit institutions could strengthen the financial sector as a whole, and could lead to the incorporation of stronger risk and profitability management strategies. Explain (or Explore) approaches and challenges in financial analysis applied to credit risk and profitability Explore additional information provided via digital ancillaries, which will further support your understanding and application of key concepts Navigate the information organised into three subject areas: describing a new business model, knowledge integration, and proposing a new model for the Hybrid Financial Sector Understand how the rise of fintech fits into context within the current financial system Follow discussion of the current status quo and role of innovation in the financial industry, and consider the financial technology innovation landscape from the perspective of an entrepreneur Marketplace Lending, Financial Analysis, and the Future of Credit is a critical text that bridges the gap in understanding between financial technology entrepreneurs and credit institutions.
Marketplace Lifestyles in an Age of Social Media: Theory And Methods
by Lynn R Kahle Pierre Valette-FlorenceThis book approaches the concept of lifestyle from a contemporary scholarly perspective, and subjects it to rigorous theoretical and conceptual standards from an integrated, applied psychological point of view. Marketplace Lifestyles in an Age of Social Media is exceptionally current, demonstrating how recent trends and developments in social media reflect the importance of lifestyle research in marketing. Numerous examples, illustrations, and comprehensive references are provided, making this volume the best single resource for scholars, students, and marketing experts in this important area of marketing theory and practice.
Marketplace Memos
by David Shibley Jonathan ShibleyAre you searching for deeper meaning in your life and your work? Learn to live beyond the bottom line! Marketplace Memosis a powerful collection of devotionals specifically geared towards the business community. Finding fulfillment in life and work coincides with our alignment with God?s Kingdom purposes in the marketplace. Topics include: Harnessing Your Competitive Advantage, Healthy Partnerships, Rich Advice, Doing Business by Revelation, and more! Be personally invested in the business of His Kingdom. Unleash your talent, treasures and opportunities to maximize your impact in the marketplace.
Markets And Civil Society
by Victor Pa©rez-DaazThe nature of the currently emerging European society, which includes the economic and social transformation of Eastern and Central European countries, has been hotly debated. At its center is the relationship between markets and civil society within political and social contexts. The contributors to this volume offer perspectives from various disciplines (the social sciences, conceptual history, law, economics) and from several European countries in order to explore the ways in which markets influence various forms of civil society, such as individual freedom, social cohesion, economic effectiveness and democratic governance, and influence the construction of a civil society in a broader sense.
Markets And Civil Society
by Victor Pérez-DíazThe nature of the currently emerging European society, which includes the economic and social transformation of Eastern and Central European countries, has been hotly debated. At its center is the relationship between markets and civil society within political and social contexts. The contributors to this volume offer perspectives from various disciplines (the social sciences, conceptual history, law, economics) and from several European countries in order to explore the ways in which markets influence various forms of civil society, such as individual freedom, social cohesion, economic effectiveness and democratic governance, and influence the construction of a civil society in a broader sense.
Markets Never Forget (But People Do): How Your Memory Is Costing You Money-and Why This Time Isn't Different
by Kenneth L. Fisher Lara HoffmansSir John Templeton, legendary investor, was famous for saying, "The four most dangerous words in investing are, 'This time it's different.'" He knew that though history doesn't repeat, not exactly, history is an excellent guide for investors. In Markets Never Forget But People Do: How Your Memory Is Costing You Money and Why This Time Isn't Different, long-time Forbes columnist, CEO of Fisher Investments, and 4-time New York Times bestselling author Ken Fisher shows how and why investors' memories fail them--and how costly that can be. More important, he shows steps investors can take to begin reducing errors they repeatedly make. The past is never indicative of the future, but history can be one powerful guide in shaping forward looking expectations. Readers can learn how to see the world more clearly--and learn to make fewer errors--by understanding just a bit of investing past.
Markets Over Mao
by Nicholas R. LardyPeterson Institute for International Economics; Institute for International Economics; IIE; PIIE; 978-0-88132-693-2; 978-0-88132-694-9; Nicholas R. Lardy; Nicholas Lardy; Nick Lardy; Markets over Mao; The Rise of Private Business in China; markets, market economy, China, Chinese economy; China's growth; Chinese private firms; economic growth; global trader; China private sector; state firms; foreign direct investment; GDP of China; Chinese imports; Chinese exports; rural reforms; rural credit cooperatives; growth; investments; state-owned firms; state-owned enterprises; state capitalism; urban cooperative banks; urban production; wage flexibility; village enterprises
Markets Over Mao: The Rise of Private Business in China
by Nicholas LardyChina's transition to a market economy has propelled its remarkable economic growth since the late 1970s. In this book, Nicholas R. Lardy, one of the world's foremost experts on the Chinese economy, traces the increasing role of market forces and refutes the widely advanced argument that Chinese economic progress rests on the government's control of the economy's "commanding heights." In another challenge to conventional wisdom, Lardy finds little evidence that the decade of the leadership of former President Hu Jintao and Premier Wen Jiabao (2003–13) dramatically increased the role and importance of state-owned firms, as many people argue. This book offers powerfully persuasive evidence that the major sources of China's growth in the future will be similarly market rather than state-driven, with private firms providing the major source of economic growth, the sole source of job creation, and the major contributor to China's still growing role as a global trader. Lardy does, however, call on China to deregulate and increase competition in those portions of the economy where state firms remain protected, especially in energy and finance.
Markets and Bodies
by Eileen M. OtisInsulated from the dust, noise, and crowds churning outside, China's luxury hotels are staging areas for the new economic and political landscape of the country. These hotels, along with other emerging service businesses, offer an important, new source of employment for millions of workers, but also bring to light levels of inequality that surpass most developed nations. Examining how gender enables the globalization of markets and how emerging forms of service labor are changing women's social status in China, Markets and Bodies reveals the forms of social inequality produced by shifts in the economy. No longer working for the common good as defined by the socialist state, service workers are catering to the individual desires of consumers. This economic transition ultimately affords a unique opportunity to investigate the possibilities and current limits for better working conditions for the young women who are enabling the development of capitalism in China.
Markets and Cultural Voices
by Tyler CowenThis intriguing work explores the world of three amate artists. A native tradition, all of their painting is done in Mexico, yet, the finished product is sold almost exclusively to wealthy American art buyers. Cowen examines this cultural interaction between Mexico and the United States to see how globalization shapes the lives and the work of the artists and their families. The story of these three artists reveals that this exchange simultaneously creates economic opportunities for the artists, but has detrimental effects on the village. A view of the daily village life of three artists connected to the larger art world, this book should be of particular interest to those in the fields of cultural economics, Latino studies, economic anthropology and globalization.
Markets and Growth in Early Modern Europe (Perspectives in Economic and Social History #20)
by Victoria N BatemanThis is the first study to analyze a wide spread of price data to determine whether market development led to economic growth in the early modern period.
Markets and Justice: Nomos XXXI (NOMOS - American Society for Political and Legal Philosophy #5)
by John W. Chapman J. Roland PennockIn this thirty-first annual volume in the American Society of Legal and Political Philosophy's NOMOS series, entitled Markets and Justice, a number of distinguished authors consider a variety of topics in the area where economics, philosophy, and political science join paths. Included are essays such as "Contractarian Method, Private Property, and the Market Economy," "Justice Under Capitalism," and "Market Choice and Human Choice." Authors include Joshua Cohen, MIT; Gerald F. Gaus, University of Queensland; Margaret Jane Radin, University of Southern California; and Andrzej Rapaczynski, Columbia University.Part of a well-known and important series, Markets and Justice will prove invaluable to political scientists, legal scholars, philosophers, and their students.Part of a well-known and important series, Markets and Justice will prove invaluable to political scientists, legal scholars, philosophers, and their students.
Markets and Justice: Nomos XXXI (NOMOS - American Society for Political and Legal Philosophy #5)
by John W. Chapman J. Roland PennockIn this thirty-first annual volume in the American Society of Legal and Political Philosophy's NOMOS series, entitled Markets and Justice, a number of distinguished authors consider a variety of topics in the area where economics, philosophy, and political science join paths. Included are essays such as "Contractarian Method, Private Property, and the Market Economy," "Justice Under Capitalism," and "Market Choice and Human Choice." Authors include Joshua Cohen, MIT; Gerald F. Gaus, University of Queensland; Margaret Jane Radin, University of Southern California; and Andrzej Rapaczynski, Columbia University.
Markets and Majorities
by Steven M. SheffrinAmerica's government intervenes in almost every aspect of its citizens' daily lives. From the air we breathe, to our health, wealth, and security, Americans wade through a vast political ocean. Unfortunately, we do so blindly; few Americans understand how or why our government regulates the market mechanisms that surround us. In Markets and Majorities, Steven Sheffrin addresses essential yet overlooked questions about political intervention in economic spheres. Why should we trust the government to clean our air? How do we know what to define as clean? What kind of health insurance business will the government run? What are the dangers of publicly financed doctors?Sheffrin first explains traditional theories of market failure, used to justify intervention. He then combines the crucial question of political viability with the fascinating particulars of policy histories. Sheffrin applies such analysis to the areas of health care, social security, environmental policy, product liability, trade policy, and fiscal and budgetary policy. He argues that beneath each area lies a unique calculus of market failure and political pressures, and convincingly demonstrates that no single policy can be understood out of economic and political context. In short, the fact that markets may fail does not guarantee that politics will succeed. By examining both sides of each policy area, Sheffrin's careful review of our national policy-making reveals a minefield where, in many cases, politics cannot help but fail as badly as markets. However, he shows that all is not lost, citing, among other examples, political intervention in the medical industry as the only hope of stopping hospitals from competitive purchases of useless technology.Markets and Majorities is must reading for anyone who has ever wondered why government just can't seem to get things done, as well as anyone who has asked why it should try in the first place.